The Exploring Service Quality in the Faculty of Marketing
DOI:
https://doi.org/10.58493/ecca.2025.3.2.02Keywords:
quality, service, students, attentionAbstract
Service quality in educational institutions is a key factor for student satisfaction and academic success. In this context, the School of Marketing at the Autonomous University of Coahuila seeks to strengthen its educational offerings through the analysis of student perceptions of the services provided. The objective of this research was to evaluate the relationship between student service, facility conditions, and academic quality with service perceptions, considering gender and place of birth as control variables. A quantitative approach with a cross-sectional, descriptive, and exploratory design was used, administering questionnaires to 214 students between January and March 2019. Through analysis using SmartPLS, the reliability and validity of the constructs were verified. The results revealed that student service and facility conditions have a positive impact on service perceptions, while academic quality and gender did not show significant effects. However, birthplace influenced perceptions of service delivery, suggesting the need to adapt institutional strategies to address student diversity. These findings offer valuable information for improving university services and pave the way for future research that delves deeper into the impact of sociocultural factors on perceptions of educational quality.
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